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Sunday, January 13, 2013

Using Content To Convert Prospects Into Resume Clients

I look at a lot of resume writing business websites in the course of my work with careers industry professionals, and -- like any industry -- there are good websites, and there are a lot of bad ones. One of the biggest problems with the websites of most resume writers is that they are completely focused on selling, and not on helping the prospective client understand what they're buying.

Here are some basic questions you should ask yourself about your website:

* When someone visits my website, what would be their reason for doing so?

* Who is my target audience?

* How do I want my audience to react after viewing my website and reading my content?

* What kind of content can I provide for my audience to read? Is it content that is useful and informative? Will it lead them to want to work with me?

One of the best ways to improve your website is to develop content for your website that will drive traffic, draw in prospects, and help you sell the services (resume writing, cover letters, LinkedIn profile development) and products (information products, teleseminars/webinars) and training (individual and/or group coaching) you offer.

In order to write great content, you need to at least have an idea of what your potential customers want. It is also important to take time to do an analysis of what your purpose and goals are when it comes to content creation.

The written word can be one of the most persuasive tools when it comes to turning prospects into customers. Be prepared to tell your audience why your career services can help them get a new job, change jobs effectively, or find a job faster. This doesn’t mean you have to make a huge sales pitch. It simply means that you introduce your business to your audience by giving them facts. Don’t provide them with a bunch of hype.

Planning and implementation are two key factors in putting your content together. Start by making a plan as to what type of content you will be offering and where you will offer it (blogs? articles?). Once that is determined, you will need to implement your strategy and put your plan into action. Planning ahead is very important and will also help you reach the goals you have set for your business.

If the content you display on your resume writing business website isn’t useful and informative for your readers, you will lose potential customers and most likely will not have the targeted traffic you need in order to make your resume writing business successful.